Understanding the Different Types of Google Ads and When to Use Them

Google Ads are a form of online advertising that allows businesses to advertise their products and services on the Google search engine. Businesses can create ad campaigns that target specific keywords or phrases, and when someone searches for those terms on Google, their ad will appear in the search results. Google Ads can be an effective way to reach new customers, and businesses can set their own budget for how much they want to spend on each campaign.

Types of Google Ads;

There are four main types of Google Ads: search, display, video, and shopping, each offering unique opportunities for businesses but having the expertise of a Google Ads agency will help you gain a leverage over others. Search ads are the most common and appear when someone uses a keyword related to your business in a search engine. Display ads appear on websites and apps across the internet and usually include images or videos. Video ads appear on YouTube and other video sites, and shopping ads appear on Google Shopping and other ecommerce sites.

1. Search ads

If you want to reach people who are actively searching for products or services like yours, search ads are a great option. Your ad can appear on the search results page when someone searches for something related to your business. You only pay when someone clicks on your ad.

Search ads are a great way to reach potential customers who are actively searching for what you have to offer. When someone searches for terms related to your business, your ad can appear on the search results page. 

2. Display ads

Google Display Ads are a great way to increase brand awareness and reach potential customers who may not be actively searching for your products or services. Display ads can be targeted to specific demographics, interests, and even websites, making them a powerful tool for driving traffic to your website or landing pages.

3. Video ads

Video advertising is a powerful way to reach your audience on Google. You can use video ads to promote your brand, product, or service on YouTube and across the web. When you create a video ad, you have the opportunity to tell your story in a way that engages your viewers and drives conversions. 

4. Shopping ads

Google Shopping ads are a type of online advertising that allows retailers to showcase their products in a visually appealing way on the Google search engine results pages (SERPs). These ads are created using Google Merchant Center, and they can include product images, prices, and other relevant information.

Shopping ads can be an effective way to reach potential customers who are actively searching for products that you sell. Because these ads are targeted towards people who are already interested in what you’re selling, they can be a great way to boost traffic and sales.

Pros and Cons of Using Google Ads;

There are a variety of Google Ads to choose from, and each has its own set of pros and cons. Here is a breakdown of the most popular Google Ads and when you should (or shouldn’t) use them:

  • Search Ads: Search ads are the most common type of Google Ad, appearing at the top of the search results page when someone enters a relevant query. Search ads are highly targeted, since they’re based on users’ search terms, and they generally have high click-through rates. However, they can be expensive, and competition for certain keywords can be fierce.
  • Display Ads: Display ads appear on websites in the Google Display Network and can take many different forms, including text, image, video, or rich media. They can be targeted to specific audiences based on interests, demographics, or even past behavior (such as what sites they’ve visited). Display ads usually have lower click-through rates than search ads but can be more effective in building brand awareness or reaching certain audiences.
  • Shopping Ads: Shopping ads are designed to promote products and appear in the search results when someone searches for a relevant query. They include an image of the product, the price, and other relevant information (such as reviews). Shopping ads can be very effective in driving conversions but require that you have a product feed set up to provide all the necessary information.

Tips for Creating Effective Google Ads Campaigns;

Assuming you’re already familiar with the different types of Google Ads, here are some tips for creating effective campaigns for each:

Display Ads:

  • Create eye-catching visuals that accurately represent your brand and product.
  • Use descriptive, attention-grabbing headlines and calls to action.
  • Consider targeting specific demographics, interests, and even moods.

Search Ads:

  • Start by doing keyword research to identify the best search terms to target.
  • Use negative keywords to ensure your ad isn’t shown for irrelevant searches.
  • Create compelling ad copy that accurately reflects what you’re offering.
  • Include a clear call to action and make sure your landing page is optimised.

 Shopping Ads: 

  • Make sure your product data is accurate and up to date. 
  • Include high quality product images. 
  • Use descriptive, keyword rich titles and descriptions.

Alternatives to Google Ads;

When it comes to online advertising, Google Ads is usually the first option that comes to mind.  Google ads konsult help you create and manage your campaigns, optimize your keywords, and track your results. Google Ads Konsult is a digital marketing agency that specializes in pay-per-click (PPC) advertising on the Google Ads platform. However, there are other platforms out there that can be just as effective, if not more so. Here are some alternatives to Google Ads:

  • Bing Ads is Microsoft’s answer to Google Ads. It has many of the same features, but it also has some unique features of its own. For example, Bing Ads offers “dayparting”, which allows you to schedule your ads to only run during certain hours of the day.
  • Facebook Ads: Facebook is the largest social media platform in the world, so it’s no surprise that they offer their own advertising platform. Facebook Ads allows you to target a very specific audience with your ads, making them highly effective.
  • Twitter Ads is similar to Facebook Ads in that it allows you to target a specific audience with your ads. However, Twitter Ads also offers “Promoted Tweets”, which are essentially ads that appear in users’ timelines.
  • Instagram is one of the fastest-growing social media platforms, and Instagram Ads is a great way to reach a large number of people with your message. Like Facebook and Twitter, Instagram allows you to target a specific audience with your ads.
  •  Pinterest is a visual social media platform that is perfect for promoting products and services. Pinterest Ads allow you to create beautiful


Google Ads is an incredibly powerful tool for driving more traffic and conversions to your website. With the right approach, you can use the various types of Google Ads to create effective campaigns that are tailored to your target audience. However, it’s important to take the time to understand which type of ad will best fit your needs and when you should be using them. By taking this advice into consideration, you will be able to make sure that each campaign is as successful as possible in generating leads or sales for your business.